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Kiss FM Sales Question

S

shilton

Hi,
I represent a small town CHR in Pennsylvania and we were hoping to enlist the help of the BIG BOYS in the Burgh to give their own unique perspectives on an age old dilemna.

Day in and day out we hear from the sales team...can't sell the product because the advertiser thinks we are "too kiddy". Suggestions, tips and tricks to show the world that the adults are indeed listening too?

The sales staff just seems to shut down and say "well ok...they just won't buy"...how do we break them of that??? I am looking to hear from any of the staff from KISS with the answer to that one???
 
Are you asking the right question?

Instead of asking "How can I get my salespeople to convince people to buy what I'm trying to sell", shouldn't you ask "how can I start trying to sell what people want to buy?". Wouldn't it be easier to change what you are trying to sell to what the customers want to buy than to make your salespeople have to swim upstream?

BTW, that's not an exculively radio industry observation. That's an observation about marketing that applies in almost all industries. Generally speaking, you have more success at getting customers to buy what the customers already want to buy than you do in convincing them to buy something different.

(I wonder if Socrates will regard THAT observation as "pontificating".)

Also, since I can't stand the music they play on KISS, I never listen to it. But I do wonder since Pittsburgh is such a large market, does KISS primarily sell air time to advertisers who actually want a mostly "kiddy" clientele? It strikes me that there are enough businesses that mostly sell to the under 25 market, as well as enough businesses that can target the under 25's on one station, and get the other segments on other stations that having a "too kiddy" audience might not be the same stumbling block for Pittsburgh salespeople that it would be in a small town.

What advertisers dominate the airwaves on KISS-FM here in the 'Burgh?

> Hi,
> I represent a small town CHR in Pennsylvania and we were
> hoping to enlist the help of the BIG BOYS in the Burgh to
> give their own unique perspectives on an age old dilemna.
>
> Day in and day out we hear from the sales team...can't sell
> the product because the advertiser thinks we are "too
> kiddy". Suggestions, tips and tricks to show the world that
> the adults are indeed listening too?
>
> The sales staff just seems to shut down and say "well
> ok...they just won't buy"...how do we break them of that???
> I am looking to hear from any of the staff from KISS with
> the answer to that one???
>
<P ID="edit"><FONT class="small">Edited by Radio Realist on 06/20/05 05:30 PM.</FONT></P>
 
Re: Are you asking the right question?

> Instead of asking "How can I get my salespeople to convince
> people to buy what I'm trying to sell", shouldn't you ask
> "how can I start trying to sell what people want to buy?".
> Wouldn't it be easier to change what you are trying to sell
> to what the customers want to buy than to make your
> salespeople have to swim upstream?
>

Well...if the numbers are there...why mess with that! The audience IS there...its just showing those tough clients that its worth their while...show em a book and they say WELL NO ONE I KNOW LISTENS TO IT! That's the stuff we are battling and that was my point. I don't see the need to reinvent the wheel when you have a successful product if you get me
 
Re: Are you asking the right question?

CHR is a tricky sell these days.

Do you have another station in the building that you might be able to combo-sell with your CHR? You could do that..

Otherwise, you're gonna have to try to pull tanning places, malls, cell phone retailers, etc to achieve your best level of success.
<P ID="signature">______________
Aaron Tyler
Afternoons / MD
WVZA / Marion - Carbondale, IL
www.kissfm927.com

Weekends / Swing
KSLZ / St. Louis
WAKZ / Youngstown, OH
</P>
 
Re: Are you asking the right question?

> Well...if the numbers are there...why mess with that! The
> audience IS there...its just showing those tough clients
> that its worth their while...show em a book and they say
> WELL NO ONE I KNOW LISTENS TO IT! That's the stuff we are
> battling and that was my point. I don't see the need to
> reinvent the wheel when you have a successful product if you
> get me.

My point is that in a small market, the only numbers that count are billable commerical minutes. If you aren't selling commercial minutes, then can you really say that you have a "successful" product?

As I see it, a "successful" product is one that customers want to buy. So you have to ask yourself which is easier to accomplish, convincing reluctant customers who don't like your product that it's good for them, or convincing your program director to change the product so that PAYING CUSTOMERS like it.

Sure, listeners like it. But they don't pay for it. The only customers who really matter are the PAYING customers. In a large market, there are enough airtime buyers who'll buy strictly by the numbers that it doesn't matter if they like what they hear on your air. In your market, it seems like your customers aren't impressed by numbers, so you should consider showing them something that they ARE impressed by.
 
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